Brochure Design · Print · Spec Work
Fernwood & Co.
A boutique plant shop brand identity expressed as a trifold brochure. Three distinct panels — a moody front cover with full-bleed photography, a warm interior greenhouse spread, and a dark back panel with services and contact. The visual language is earthy, editorial, and independent.
Print Design
Brand Identity
Trifold
Spec Work
Fraunces · Outfit
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Design Notes
The brief was a fictional independent plant shop that felt handpicked and personal — not a big-box nursery. That meant leaning hard into dark greens, warm clay, and parchment rather than the usual bright lime greens associated with garden retail. Fraunces (a slightly quirky optical serif) gives the brand an independent shop personality. The front cover uses a close-cropped hand-with-leaf shot that feels intimate rather than aspirational.
Design Decisions
- 01Three fully distinct panel backgrounds — forest, parchment, forest — create contrast without a consistent color block feeling.
- 02Service rows use right-aligned italic tags instead of prices to position the brand as appointment-first and boutique.
- 03Collection pills on the inside panel are deliberately understated — white cards, thin borders, no color fill — so the greenhouse photo carries the visual weight.
- 04The footer strip on the cover panel uses a frosted dark overlay and spaced-letter type to give a premium retail feel.